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Tom Yunt, new president and CEO for Wick Communications Tom Yunt has been named president and chief executive officer of Wick Communications Co. Yunt begins work on Oct. 7. He and his wife, Marianne, plan to move to Sierra Vista, Ariz., where the company is headquartered. Tom Yunt was most recently president and chief executive officer of Woodward Communications, Inc., a multimedia company with media and marketing services businesses in Iowa, Illinois and Wisconsin. Woodward is headquartered in Dubuque, Iowa, and Yunt served on the company’s Board of Directors. “We are pleased that Tom Yunt is joining Wick as its president and CEO and that the company has attracted someone of Tom’s background and experience in the community newspaper business,” said Steve Phillips, Wick’s chairman of the Board. “We look forward to Tom’s leadership in the challenges we face as an industry in the future.” Yunt replaces John M. Mathew, Wick’s president and CEO since 2001. Mathew resigned in May but will continue to manage the company
until Yunt is on board and the two will work together through a transition period. “I am thrilled and honored to be named president and CEO and look forward to working with, and alongside, the Wick family, Board of Directors and the valued Wick employees and associates in enhancing the company’s culture, strategic vision and direction.” Yunt said. “I look to continue the good work and legacy that John Mathew established and am excited about the future for Wick Communications.” Tom and Marianne are natives of Frankfort, Ky. Tom earned a bachelor’s degree from Western Kentucky University in 1977 and a master’s degree from the University of Dubuque in 2006. He has been active in industry associations including the Inland Press Association. Yunt is past president of the Iowa Newspaper Association and has conducted extensive sales training for Inland and numerous state press associations. Yunt served on the board of directors and is past chair of the Greater Dubuque Development Corporation, Dubuque’s economic development organization. He was also a board and executive committee member for the Dubuque Racing Association, the non-profit gaming licenseholder and oversight organization for the city-owned Mystique Casino. In addition, he served a two-year term as a member of the Board of DirecContinued on page 2
Message from ANA Board President, Joni Brooks . . . . . page
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News21 Wins 2nd Consecutive EPPY Award Cronkite News Phoeniz, AZ —Oct. 31, 2013 For the second year in a row, a major national investigation by CarnegieKnight News21 has received an EPPY Award from Editor & Publisher magazine. “Back Home,” an in-depth News21 investigation into the enduring battles facing post-9/11 veterans, won for best college/university investigative or documentary report. Headquartered at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University, News21 is a multimedia reporting initiative funded by the Carnegie Corporation of New York and the John S. and James L. Knight Foundation. The EPPY Awards recognize the best media-affiliated websites across 31 diverse categories, including three honoring excellence in college and university journalism. Entries are judged by a panel of notable figures in the media industry, chosen by Editor & Publisher staff. Last year, News21 won an EPPY in the same category for its national investigation into voting rights. This year’s project started in the spring with a seminar taught in-person and via teleconference by Leonard Downie Jr., former executive editor of The Washington Post and Cronkite’s Weil Family Professor of Journalism. This summer, 26 students from 12 universities participated in an intensive 10-week reporting fellowship based Continued on page 2
News Guru, Kevin Slimp on future of newspapers . . . . . . . page
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End-of-year update from ANA President BY Joni Brooks | ANA With the annual conference and awards presentations just behind us, we appreciate all that the Arizona Newspaper Association does for newspapers around the state. In the past year, membership in ANA has never been more important. The fight for public notices in the last legislative session was significant, and ANA’s Paula Casey and Lobbyist John Moody were there every day, fighting the fight. We’ve already learned that one or more new bills to end publication of public notices is likely in the next session, so we will need every publisher’s help in talking to local legislators about the importance of keeping public notices in newspapers. Editors
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out of a newsroom at the Cronkite School. Pulitzer Prize-winning journalist Jacquee Petchel, former senior editor for investigations and enterprise at the Houston Chronicle, served as managing editor of the project. The fellows traveled to more than 60 cities and 20 states, conducting hundreds of interviews and reviewing tens of thousands of public records and government reports. Their
tors for Huckle Publishing, Inc. (Huckle Holdings Inc.), the Huckle family-owned newspaper company based in Traverse City, Mich. Yunt held previous positions as president and chief operating officer of Woodward Communications, as publisher of Woodward’s Telegraph-Herald in Dubuque, and as advertising director of the TelegraphHerald. He has served as advertising director for Indianapolis Newspapers Inc., owned by Central Newspapers (the Pulliam family), and in senior advertising management positions for Gannett Co. newspapers in Reno, Nev., Lafayette, Ind., and Nashville, Tenn.
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can play a large role, too, by emphasizing the role that public notices play in getting stories. It’s our job to show legislators that public notices are important to readers, and we have many testimonials to show that is the case. As president for the upcoming year, I’ll be active in this effort. ANA will be designing an ad campaign for use in your newspapers. It’s great to see advertising revenue on the upswing again at ANA. Your newspaper’s participation in the ad programs helps your bottom line as well as that of the organization. Please encourage your own sales staff to sell ANA classifieds and display ads, too. ANA needs your support, and we need ANA. Please let us know if you have suggestions, revenue ideas, important contacts that can help with legislative issues or concerns. Newspapers are a strong voice in the state, and ANA helps all of us in our mission to be the number one source of information for our communities. most ambitious effort was to gather, organize and analyze all reported veteran suicides from health records in every state in the nation. Not even the U.S. Department of Veterans Affairs has completed such an exhaustive analysis. Launched in August, the finished multimedia project features dozens of stories, videos, photos and graphics, documenting the experience of veterans as they navigate a federal bureaucracy that is often overwhelmed and illequipped to help them. The
Washington Post, NBCnews. com and The Philadelphia Inquirer are among the news organizations that published major portions of the project. In addition to the Carnegie Corporation and the Knight Foundation, News21 is supported by The Ethics and Excellence in Journalism Foundation, the Hearst Foundations, the Donald W. Reynolds Foundation, the Peter Kiewit Foundation of Omaha, Neb., and Women & Philanthropy, part of ASU’s Foundation for a New American University.
ANA Holiday Deadlines for Network Ads Hannukah / Thanksgiving DEADLINE for run week of 12/2/13: Tuesday, November 26 at noon
Page 2 | November 2013 ■ ANAgrams
Merry Christmas Deadline for run week of 12/30/13: Monday, December 23 at noon
Happy New Year Deadline for run week of 1/5/14: Monday, December 30 at noon
Advertising still a target in House tax reform bill BY Sarah Bauer | Latest News The business deduction for advertising expenses is currently at risk in the House of Representatives. Despite our collective efforts to dissuade Ways and Means Committee Chairman Dave Camp from modifying the current tax treatment of advertising, we have heard that he will release draft tax reform legislation that will propose a 10-year amortization of advertising costs. Specifically, his proposal is expected to allow businesses to deduct 50 percent of their advertising costs in the year the advertising expense is incurred and require a business to spread the remaining cost over 10 years. We can find no economic or policy reason for this proposed change. NAA also believes this proposal would increase the cost of advertising and force advertisers to reduce overall ad spending. We understand that this proposal is one of many that are in play in an effort to reduce the corporate tax rate to 25 percent. While reducing the corporate tax rate is attractive, the economic damage from this proposal would outweigh the benefits of a reduced rate. NAA is encouraging ALL newspapers to call or write their member of Congress in the House of Representatives today and urge them to oppose this proposal. To locate your representative, go to www.house.gov/representatives/ find/ and enter your zip code. The representative’s name will come up with a link to his/her website, allowing constituents to send e-mails. Phone calls into offices are also effective. Key talking points: • The House Committee on Ways and Means is expected to propose a tax on advertising by limiting the business
deduction for advertising to 50 percent in the year the expense is incurred and spreading the remaining amount over 10 years. • Advertising supports 20 million jobs or 15 percent of all jobs in the country. • This proposal would make advertising more expensive, cause a decline in ad spending and cost jobs, since every $1 spent on advertising leads to $20 in economic activity. • The Tax Code for 100 years has permitted businesses to deduct the full cost of their advertising just as it permits the deduction of other ordinary business costs like salaries, rent, utilities and office supplies. • Some defenders of this proposal claim that advertisers would be “made whole” after 10 years, when the remaining amount of a company’s advertising costs would be made fully deductible. However, this does not take into account the lost value of that deduction over time. • The proposal does not consider that companies buy new advertising each year and would feel the brunt of this tax annually. Not only would they have less money to spend on advertising year after year, but newspapers and other media companies that rely on advertising would be harmed as advertisers reduce ad buys. •I ask that you do whatever you can to urge your colleagues on the Ways and Means Committee to reject this tax on advertising. We appreciate your quick response on this important matter. If you have questions or feedback on this request, please contact me: Kathy Mason at (571) 366-1152 or kathy.mason@naa.org
ANA welcomes Julie O’Keefe, new Communications Manager Julie is a graphics associate with an encompassing career in print and digital media. Her history includes more than years working for an ANA member newspaper in Phoenix. Most recently she served as Director of Membership for the Phoenix chapter of Adobe’s InDesign Users Group (IDUG) from ¬2011 – 2013. Julie has also participated in “Break with a Pro”, an ANA sponsored men-
tor-workshop during the JEA/NSPA High School Journalism Convention and took part in ANA’s judging for the Kentucky Newspapers Contest and Nevada Press Association Contest. In her role as Communications Manager she will be managing many services, including updating the annual ANA Directory of Newspapers, publishing our weekly email bulletin This Week @ ANA and our online quarterly
newsletter ANAgrams. Julie’s many skills will also come in handy when it is time to manage ANA’s Better Newspapers and Excellence in Advertising competitions and convention. Please let Julie know if you have any items you would like posted in the weekly or quarterly newsletters. She can be reached at j.okeefe@ananews. com or (602) 261-7655, ext. 110. November 2013 ■ ANAgrams | Page 3
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Leveraging print and digital BY Jim Hart | DM for Newspapers Hardly a week goes by that I don’t hear some variation of “the print sales reps just can’t sell digital.” This is sometimes accompanied by a qualifier something along the lines of ‘we are asking them to sell an awful lot of things.’ More often than not, I’m left with the sense that the root of the problem is attributed to a deficiency on the sales reps part. Then there are the researchers trumpeting the conclusion that if you hire some people and only let them sell digital, you will sell more digital than papers who don’t do that. Do we really need research to arrive at this conclusion? While this research describes papers that sell more digital, I think it’s a quantum jump to say this is strategic, the best path right now. If you tie a pork chop around your kids neck, the dog will jump on him, lick him and play with him more. This doesn’t necessarily mean this is how to get the dog to like the kid. I’ve seen a few situations where I felt dedicating a rep to a product or products was strategically sound. Maybe I’ll talk to that in a future column. Most of the time, it’s done for one of three reasons; 1) We’re trying to force a product on the market against much resistance and little repeat purchase (and we have to tie a pork chop around its neck to get someone to sell it). This is clearly not the case with most digital products, but it is true of some. 2) The process of ordering and fulfilling it is such a pain in the neck that only a dedicated rep would sell it twice. 3) We have failed to train the reps on how to incorporate the product into an integrated marketing strategy on behalf of the client. The net result of number 3 is usually looked at as ‘switch business’. The reps go in to existing accounts and sell the client the new product instead of what they were buying before. This also
means the client wasn’t overly thrilled with what they were buying previously or they wouldn’t have stopped doing it. I call this ‘product churn’ and “If you tie a pork chop around your kids neck, the dog will jump on him, lick him and play with him more. This doesn’t necessarily mean the is how to get the dog to like the kid.” it should be measured as diligently as client churn. If we don’t train the reps on effectively integrating the new product so it leverages existing products, you are effectively telling them to do this when you insist they sell the new product. Alternatively, they would find a new prospect to buy the new product, but that’s scary if you’re not confident with the new product and it’s a lot more work. The key to this is to train the reps on effective small business marketing. Pretend you are preparing them to run a small bakery or something. Would you bet your life that they could actually take over the marketing for that small bakery and improve its profitability? Write down the reasons you think this isn’t valid or feasible. Cross out all the ones that say something like ‘what if the merchant is a lousy baker?’ The prospective long term advertiser will be a decent enough baker, or they will just go away. Solve the ones you didn’t cross out and you’re on your way. Either that, or reprint the business cards and take off ’marketing consultant’ and replace it with ‘product knowledge specialist.’ Once you know how small business marketing works, the application of digital is fairly obvious. The catch is that you have to understand direct marketing. Watching mass marketers talk about digital is like watching a big powerful dolphin lying on a sandy beach trying to swim. When I first
really looked at it, around 1994, my first thought was ‘oh my God, I can split test, capture leads, fulfill information requests, etc. in a fraction of the time at a fraction of the cost.’ It took a fairly long time to get to critical mass, but it was obviously worth the wait. Marketing principles haven’t changed in hundreds of years, it’s just that the tools have gotten much more powerful and plentiful and media use continues to shift. Understanding how SEO or SEM can drive traffic when a prospect is looking for a bakery, for example, could be taught to a 9 year old in minutes. Demonstrating why this is valuable is also easy. They don’t necessarily need to be taught how to optimize title tags or do keyword research any more than they needed to know how a printing press works to sell ROP. I took a long route to get to the subject in the title, felt it was important to address the elephant in the room first. I’ve heard estimates that the average baker gets hit up by between 8 and 20 companies each month selling digital. None of them know the first thing about print, except that it’s dying. Mostly cold phone calls from strangers they don’t know, like or trust. If this isn’t the definition of a commodity, at least from the baker’s perspective, I don’t know what is. (Does anyone else find it ironic they use a lot of postcards and telemarketing to sell their search and social expertise? Saw a huge sign in an airport the other day touting ‘the greatest SEO services on the planet.’ I get at least 2 snail mail letters a month from Google.) We have to differentiate ourselves. Shouldn’t be too hard. Print can leverage or complement digital in at least a few ways; 1. It can stimulate interest or demand with prospects that weren’t already thinking about a bakery. 2. It can drive online or offline traffic cost effectively. Test and refine Continued on page 6 November 2013 ■ ANAgrams | Page 5
How Publishers Measure Native Ads BY Josh sternberg | digiday.com Publishers still aren’t sure how to measure the effectiveness of native ads. Some say pageviews are the answer. Others say the proof is in engagement. At the Digiday Publishing Summit this week, we asked several publishers how they quantify the success of native ads at their publications. Here’s what they had to say. Robyn Peterson, chief technology officer, Mashable: We measure it based on engagement with that content, whether it’s on site or off. So share counts are a big deal for us. How often do — and what percentage of — people come to the article, read it and then share it off to Facebook? That’s really a meaningful metric for us. Rich Routman, chief revenue officer, Sporting News: We have tried to move away from click-through rates overall because we think it’s just a little bit of a Stone Age metric. From our side, measuring effectiveness is driven by pageviews. It’s driven by the amount of time people are spending on that page. It’s driven by the number of people retweeting that story. [It’s] any kind of engagement that we can drive that can be more organic than someone just clicking on the page. Mark Howard, chief revenue officer, Forbes: For native advertising, we’ve been using publisher metrics. The whole concept is that brands act as publishers. So for that, we’ve given them the same dashboards that we actually give our staffers and contributors. Meaning, they can go in and look at Page 6 | November 2013 ■ ANAgrams
any time — updated every 15 minutes — at their pageview counts, unique visitor counts, followers, shares, comments counts, and be able to sort that data over any time period they want. We’ve also given them a second dashboard that looks at their social metrics that come with their content. So as that content is distributed across the Web, via sharing or copy-pasting and being linked to any social feeds, we can look at social actions and referrals by social network. Samantha Skey, chief revenue officer, SheKnows: We measure the efficacy of native ads approximately the same way we measure efficacy of content. So essentially, volume of interest, depth of interest, time spent engaged interacting with it, and then the desire to share. We also look at the amount of engagement that follows the first interaction of what the ad unit might be. Like other content we evaluate, we look at how many people find it interesting. Tessa Gould, director of native ad products, Huffington Post: It depends on the advertiser objectives and what they’re trying to see, but by and large, at the moment, the biggest driver area and interest area for advertisers and brands is definitely engagement. Engagement means time spent on page, social actions, retweets. Those are the biggest areas of focus right now. This article originally appeared in Digiday, a leading source of news and analysis of the digital media industry. www.digiday.com. The author can be reached at josh@digiday.com
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to optimize. Even if it ends up being more expensive, the name of the game is to drive as much profitable traffic as you can. Some sources will cost more than others, only amateurs stop using things that pay off because other things are cheaper. Top marketers don’t use digital only and neither should you. 3. It can circumvent search. I use this phrase a lot when working with small businesses Putting your name, address, phone number and domain name in front of someone, instead of making them go online where all of your competitors are is just smart. I use to cringe when the yellow pages would successfully persuade small merchants to put ‘look for us in the yellow pages’ in their advertising. Coming out near the top for ‘yourtown baker’ is neither cheap nor easy. The SEM many of you are brokering specializes in ranking ‘yourtown baker bakery donuts waffles wedding cake’ or some other long tail equivalent. That’s fine, but it is what it is, and it’s not a standalone marketing plan. Few people will pay you enough to rank with paid or organic search for ‘yourtown baker.’ There’s no reason everyone on your staff can’t get across the value that both print and digital bring to the table to profitably grow a bakery. If they can’t do both, they have no business walking around with business cards that say ‘marketing consultant.’ To reiterate something I said in an earlier column, if we send out dedicated reps to sell only digital, we not only join the crowd of 8 to 20 others already out there, we’re sending the message that even we don’t know how to cost effectively integrate print and digital. Jim Hart, is a newspaper direct marketing strategist / partner at Phoenixbased DM for Newspapers and a partner at Intergrated Advertising Solutions. He can be reached at jim@ jimhart.com
A TALE OF 2 NEWSPAPERS Why are some newspapers showing incredible circulation increases? Kevin Slimp The News Guru
and all my other resources because the world, as he had described it, had turned to Instagram and Twitter. Well I certainly know now, thanks to this study, kevin@kevinslimp.com that compared to print and Facebook, Instagram and Twitter are used by just I had to laugh a few days ago, when a small portion of the population. I was I saw my pic on the top fold of the front especially surprised at how few teens page of a monthly industry pub with the used Instagram, after Ken almost had me headline, “Slimp’s invention has served drinking the Kool-Aid. newspaper industry for 20 years.” More surprising to me, however, were I’ve got to tell you. I don’t know where the most recent statistics from the Allithose years went. Back in those days, it ance for Audited Media, formerly known seemed like everybody introduced me as as ABC, showing the circulation of the the “young whiz kid” of the newspaper 25 largest metro papers in the country. industry when I stepped on stage at a You may be wondering why I’m writconvention. In those early days, it seemed ing a column, primarily read by commulike everyone wanted me to speak about nity newspaper publishers, about metro where I came up with the circulation. Just follow along idea for using PDFs to print for a little while longer. newspapers and transmit How’s this for a surprising ads. My first speaking gig number? The Atlanta Jourwas keynoting the Texas nal Constitution had a huge Press Association Convenincrease in circulation. That’s tion. I remember having not a misprint. According to the flu and barely making it the AAM report, they grew downstairs to speak. from 174,000 subscribers to When discussing the 231,000 in one year. And the steps that led to newspapers Orange County Register, the using PDFs, my most popusame paper I predicted would lar line was, “I don’t know. have huge growth, grew 27 It seemed like it ought to percent, from 280,000 subwork.” scribers to 356,000. You know, most great disI know what you’re thinkcoveries in life and business Kevin leads a November ing, “It’s those digital subseem to boil down to com- publishers summit in scribers.” But guess what? Atmon sense. As I write this Nashville, Tennessee. lanta’s total digital circulation column, I’ve just returned sits at 6,000, while Orange from Nashville, where I met with a group County’s sits at 15,000. Yes, less than 5 of publishers from Middle and West Ten- percent of total circulation for both. nessee. Metros, small dailies and nonSo why do I even bother you with this dailies were represented. stuff? Because, my friends, print is alive When I lead something like this, I be- and well. We keep hearing that commucome a statistic junkie for days before, as nity papers, as a whole, are doing well I study every stat I can get my hands on. this year. But we also keep hearing that Two statistics struck me as very interestthe big papers are dying, which - in turn ing as I prepared for this summit. - means that we’re all going with them. The first was a study released by Pew That whole mess in New Orleans and Research Center, indicating just how other Newhouse cities has caused the little most social media sites, other than whole nation to believe the sky is falling. Facebook, are actually used by anyone. But guess what. It’s not. More newspaMy best friend, Ken, who is a marketing pers than the naysayers would like us to guru in Dallas, had me convinced that it believe are doing very well. Sure, some was time to throw away Facebook, paper aren’t. But many are. I believe that’s
always been the case. Last night, I spoke with someone from Associated Press about these numbers. She was quite surprised to hear them. So much so, that she asked me to send her the handouts we used at the summit, so she could see them for herself. What did I discuss with these publishers in Nashville? I reminded them that their future is bright, if they’ll resist the lure of the “print is dead” philosophy and keep producing quality publications. You know, there are groups that don’t invite me to speak anymore because I refuse to say that we should all abandon print. But I remember when I was working on the PDF project 20 years ago. It seemed that everybody, including Adobe, said it would never work. Only a few close colleagues believed that we would ever transmit and print files in a method we take for granted today. But common sense told me they were wrong. And common sense tells me that statistics don’t lie. Our newspapers have a bright future. Hold on for the ride.
visit
kevinslimp.com email Kevin at kevin@ kevinslimp.com
November 2013 ■ ANAgrams | Page 7
Mark Your Calendar Webinars
egory. According to Borrell Associates, they are expected to be worth $80 billion by 2017. Newspapers are grabbing their fair share of this revenue if they integrate their Going native with native online promotions with print components. Some newsadvertising: Making it work papers, of all market sizes, are seeing over $100,000 from locally a single promotion. We will explore how the power of WHEN: Tuesday, November 19 | 10:30 a.m. CDT print can help your online promotions reach new heights. DESCRIPTION: This ad format is the hottest topic among PRESENTER: Julie Foley, Affiliate Success Director at national advertisers and big media outlets. But this sesSecond Street; Panelists: TBA. sion will focus on how some markets are using native COST: for VPA Members - $29 | Media Association advertising to drive new revenue from local advertisers. P‑artners You will leave with a clear understanding of what it is, Information/Registration: https://snaonline.wufoo.com/ how it works and how you can use it to your advantage forms/zyqirue0ogbwl2/ locally. PRESENTER: With Mike Blinder, President, Blinder Group Note: Your online registration is not complete until you COST: All Inland Webinars are just $15 throughout reach the “Thank you” screen which reads “Thank you. November. Your registration has been successfully submitted.” MORE INFO: http://bit.ly/1gk2P78 Please be sure to click continue until your online registration is completed and the Thank you screen appears. Covering Health Care: How to Note: Registration is required no later than 1 hour prior inform your readers to the time listed above. If you have any questions reWHEN: Thursday, December 5, 2013 | 2 - 3 p.m. EST garding registration, please let us know: hq@localmedia. DESCRIPTION: This webinar will include information on how to make coverage of health care reform understand- org or 888-486-2466. In the event that you are unable to participate in the webinar, the materials and audio will able and digestible for your readers. The presenter will be discussing specific effects the health care reform will be provided following the broadcast. have on different groups, such as small business owners, young adults, pre-retirement adults and health care providers. As the new initiative continues to roll out, we’ll discuss how to keep on top of updates and resources ANA Board of Directors Meeting available to you. WHEN: Wednesday, December 4, 2013 PRESENTER: Tony Leys has worked at the Des Moines Register since 1988. He worked as a copy editor and assignment editor before returning to reporting in 2000. Legislative Recap Since then, much of his focus has been on covering WHEN: Wednesday, January 22, 2014 health care. He grew up in the Milwaukee, Wis., area and graduated from the University of Wisconsin-Madison ANA 2014 Fall Convention — COST: $35 MORE INFO: http://bit.ly/17S0VtA and the ANA/AMPE Better
Meetings & Events
How Print Gives Newspapers a Competitive Advantage with Online Promotions
WHEN: Thursday, December 5, 2013 3 p.m. EST DESCRIPTION: Online promotions is an exploding cat-
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ewspapers Contest, N ANA (AZ) Excellence in Advertising Contest
WHEN: Entry packets will be mailed out in early May 2014 | Awards Date: September 19 - 20, 2014